Attempting to re-Brand the Branded: Russia’s International Image in the 21st Century

Increasingly, in the contemporary period where controlling information and perception is seen as the key to political success, information technologies are being developed and used to influence publics. This is due in part to the shifting notion of values. Previously, there was a greater deal of attention and value in tangible assets – physical and real structures. However, there is increasing attention and value placed in intangible assets – reputation, brand and other ‘virtual’ aspects. The focus of this article shall be attempts to try and rebrand Russia’s current image and reputation through a number of different means, and to understand the logic of attempting nation-branding on an object that is widely recognised (although can be considered as misunderstood in a number of contexts).
Joseph Nye’s soft power concept shall form a theoretical background and understanding to Russia’s nation branding attempts by providing an understanding to the shift in how power is exercised on the international stage. Countries around the world are using information technologies, such as PR and nation branding, in order to project a desired image on the international arena. Public diplomacy is the means of operationalising the attempts through Government to People Communication via informing, influencing and persuading foreign publics in order to realise policy objectives. The reasons for engaging in nation branding and PR campaigns are as diverse as the countries that engage in the practice. However, this still raises the central question, why do countries choose to brand or re-brand? Following from this question is the next logical step is how (method and practice) do they go about rebranding their image?
One of the possible motivations for wanting to alter or change a national image relates to the role and effect of information and stereotypes (emanating from a ‘virtual’ source) that can exert a strong influence on the real world in terms of a country’s choices and possibilities that are available. If a country is tarnished with a negative reputation this will have the effect of narrowing and limiting its possibilities and choices, which can be in the form of sanctions and/or restrictions imposed by members of the international community (travel bans and economic sanctions for example). A second potential consequence of a poor international image is the inability (or at least to have it limited) to project influence on processes and events occurring in the international arena (through international organisations such as the United Nations or the Organisation for Security and Cooperation in Europe for example).